CONTENTS:
SL NO. CONTENT PAGE NO.
1. INTRODUCTION TO THE PROJECT 4
2. INTRODUCTION TO KFC 6-11
3. INTRODUCTION TO BMW 13-17
4. ATMOSPHERIC STRATEGY OF KFC 19-21
5. ATMOSPHERIC STRATEGY OF BMW 23-25
6. FINDINGS 27
7. RECOMMENDATIONS 29
8. CONCLUSIONS 31
9. REFERENCES 33
10. APPENDIX 35-36
INTRODUCTION TO THE PROJECT
Introduction to the Project
The study is based on the store atmospherics and space strategy which different retail stores follow to attract their customer and make them buy or generate interest to buy from their retail outlets.
Atmospherics and retail space management are critical to any form of retail business. Their relevance emerges from the link between the shopping behavior and physical environmental factors. Physical environmental factors, for instance, influence the perception of shopping hours spent and the evolution of merchandise. It, therefore becomes important for the retailer to effectively plan and organize...